and many more for their fans to purchase. Some celebrity consumer product lines are one-offs, while other celebrities launch
Licensed fashion is big business. According to
, the category earns $37.6 billion in revenue, and the top category for licensees (70%).
Most celebrities work with licensors and agencies to make sure their likeness is approved on upcoming merchandise and consumer products. So, when a celebrity takes to social media to discourage fans from buying their branded merch, it makes headlines.
“As with all other licensed products and partnerships, H&M followed proper approval procedures,” says
to several news outlets.
License Global reached out to representatives at Bravado, who has represented Bieber in licensing, but declined to comment.
From his past projects, the Grammy-award-winning artist has experienced the timespan of getting a licensed product to market. It could take months, if not years, to launch a licensing program approved by all parties involved (the celebrity, licensor, licensee, managers, et. al). If a retailer were to release an unauthorized product with a celebrity's likeness, they would risk cease-and-desist orders and additional legal consequences. He also knows the power of social media. A day after Bieber posted his IG Stories, H&M removed the branded merchandise.
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